Rubicon Project Names Greg Raifman President and Todd Tappin COO/CFO

LOS ANGELES--(BUSINESS WIRE)--Rubicon Project CEO and Founder Frank Addante has named former Mediaplex
Founder & CEO Greg Raifman as President and former founding Overture CFO
Todd Tappin as COO/CFO. Raifman, pioneer of buyer ad serving technology
at Mediaplex and Tappin, pioneer of search ad automation technology at
Overture join Addante, pioneer of publisher ad serving technology to
assist the Rubicon Project Team on its mission to automate the buying
and selling of all digital advertising.

“I am excited to take on this new
challenge at this time in the company’s trajectory. I hope that my
experience in managing the IPO and M&A processes will be instrumental in
executing Rubicon Project’s current operating plan and strategic
initiatives.”

Raifman, who will report directly to Addante as President, a newly
created position, recently served as the Executive Chairman of video ad
exchange and real time bidding company LiveRail, Inc. Prior to LiveRail,
Raifman founded and served as the Chairman, CEO and President of
Mediaplex Inc. (NASDAQ “MPLX”). Under his management Mediaplex grew from
inception to a global advertising technology company with seven offices
in the U.S., Europe and Asia, more than 400 employees and a $4 billion
market cap before merging with ValueClick in October 2001. Mediaplex
developed many of the initial ad serving technologies for the
advertising industry that are still used today, more than 13 years
later, including adXML and mobile java objects [MOJO]. Raifman will
manage the day-to-day operations of Rubicon Project and will utilize his
previous experience to help ramp the company’s buyer automation
initiatives.

“Being ahead of the curve, in 2000 Greg and his Mediaplex team invented
adXML, an innovative language used to process transactions between ad
buyers and sellers electronically,” said Addante, the former founder &
CTO of L90, where he pioneered the adMonitor ad-serving technology
acquired by DoubleClick in 2001. “Thirteen years ago, Greg and I
successfully conducted the first electronic ad transaction between
Mediaplex’s buy-side ad server and L90’s publisher-side ad server. This
type of transaction was the foundation for today’s electronic ad
marketplaces, which are becoming ubiquitous.”

“The opportunity to join Frank and the Rubicon Project team is a
game-changing opportunity for me,” said Raifman. “I look forward to
working with the strong leadership team to further Rubicon Project’s
goal of automating the ad industry, and finish what Frank and I started
back in 2000.”

Tappin will be responsible for Rubicon’s operating and financial plan.
Tappin has strategic experience in search automation technology and the
video ad market, and deep experience in successfully executing and
managing mergers and acquisitions. Prior to Rubicon Project, Tappin was
the CEO of SocialVibe, a video real-time buying company. Before
SocialVibe, Tappin was the founding CFO of Overture, Inc., the company
that invented search automation technology, which was ultimately
acquired by Yahoo! for $1.63 billion. Tappin, who was instrumental in
negotiating the sale of Overture to Yahoo!, helped lead Overture from
startup to more than $1 billion in annual revenues and 1,400 employees.

“Rubicon Project is automating all digital advertising just as Overture
did for search,” said Tappin. “I am excited to take on this new
challenge at this time in the company’s trajectory. I hope that my
experience in managing the IPO and M&A processes will be instrumental in
executing Rubicon Project’s current operating plan and strategic
initiatives.”

As part of Rubicon’s leadership renewal, General Counsel Victoria von
Szeliski will now take on the added title of EVP, Culture and Business
Affairs. “At the Rubicon Project, culture matters. We hire the smartest
people that build pioneering products that, in turn, attract great
customers,” said Addante.

“We are growing our tech culture to encourage innovation and enable us
to recruit, reward and retain team members who share our values,” said
von Szeliski. “We plan to hire more than 100 new employees worldwide
this year through organic growth, and to integrate additional team
members via M&A.” She will also be responsible for Rubicon Project’s
corporate services functions and philanthropic initiatives.

The Rubicon Project® is a leading technology company automating the
buying and selling of advertising globally. REVV®, the industry’s
largest independent technology platform is used by more than 500 of the
world’s premium publishers to transact with more than 100,000
advertisers. REVV’s automation technologies and optimization algorithms
allow buyers and sellers to conduct their business at global scale in a
brand-safe marketplace where billions of transactions occur every single
day. To learn more, visit www.rubiconproject.com.